SOC 3332 Lecture Notes - Lecture 12: Institute For Operations Research And The Management Sciences, Homophily

• School: University of Ottawa
• Department: Sociology
• Course: SOC 3332
• Professor: Ariel Fuenzalida

Document Summary

3/1/17 (12) spreading innovation and disease: diffusion: the process in which elements are transferred into a social system, there is a process of adoption involved when something is attempting to spread something. This is referred to as keeping up with the jones". People tend to compete with others who are close to their own status. This adoption does not happen all at once it is not uniform. Initial knowledge of an innovation: forming of an attitude towards the innovation, evaluation the innovation, decision to either adopt or reject the innovation. This is where the diffusion can occur or can stop. Implementation of an innovation (if it is adopted): total confirmation of an innovation. Innovativeness: the degree to which an individual is relatively earlier than others in adopting an innovation: diffusion does not occur unless people learn or adopt a new innovation. Underlined, any theory of diffusion is some idea of how people learn how to decide how to do something.